The Raiders' new ad campaign, which features consumers
who are "reluctant to admit they buy" Raiders tickets, has
"had an effect," according to George Raine of the S.F.
EXAMINER. The campaign, created by S.F.-based Corsi Agency,
features "nice, regular folks" with solid black bars over
their eyes, announcing that they attend Raiders games. One
ad reads: "Yeah we go, but the in-laws think we're in
church." Another ad: "Sure I go, but the wife thinks I
coach soccer." Two radio spots "are more controversial."
One tells the story of a Catholic bishop who "reportedly is
having a relationship with a priest" but "refuses to discuss
the matter" with a reporter. But the relationship turns out
"innocent enough," as the bishop and the priest are
attending Raiders games together. The campaign has been a
"successful one," as single-game ticket sales have "more
than tripled compared with this time last year." The
Oakland Football Marketing Association (OFMA), which markets
the team, "spent nothing" on Raiders ads in '98. OFMA Exec
Dir Richard Rogers said that this campaign is "only costing"
in the "low $100,000 range." Rogers added that the campaign
features the message that "it's cool to be a Raiders fan,
that you don't have to be ashamed" (S.F. EXAMINER, 8/9).
